Ally J. Lankester

Rural production landscapes in Australia are experiencing a rapid rate of change as a result of, among other factors, climate change, biodiversity loss and changing societal values. Consequently, there is increasing pressure on producers to increase their sustainability. Understanding how producers perceive themselves in the context of this changing landscape is limited but important for the design of policy effective for achieving sustainability. This paper is based on a case study in the north-eastern Australian rangelands that included face-to-face interviews with 28 beef producers and a telephone survey with another 91 producers. The study investigated male and female beef producers' self-perceived roles in life through a lens of different farming discourses and the relationship between these roles and beliefs aligned with sustainability. Results revealed that although producers' self-percieved roles in life were being constructed through a mix of more or less ‘traditional’ discourses, tradition was still a strong influence. Producers who strongly identified with roles linked to ‘less traditional’ discourses were more likely than those who strongly identified with production-orientated roles to agree with beliefs that favoured nature conservation, learning and adapting to change. Increased opportunities for producers to participate in alternative discourses would appear important for fostering a self-identity that is open to learning, difference and change.